During 2017 Visit Jersey undertook two substantial projects to help in the development and delivery of product experiences with each piece of research undertaken by independent expert agencies.
Kantar TNS and Island Global Research conducted a nine-month Visitor Experience project which entailed interviewing leisure visitors to Jersey to explore their experience across a range of key ‘touch-points’ with a particular focus on how the experience stacked up against that available in other parts of the British Isles. Colliers International also conducted a Product Audit of the tourism products and services available in Jersey and how these relate to what is to be found in other, selected, geographies within the British Isles. This project also included interviews with a small number of individuals from across Jersey’s visitor economy.
Although exploring Jersey’s product offering from different angles and with somewhat different objectives it is possible to identify some common findings identified by the two projects:
- Jersey has a strong product offering that largely meets the needs and expectations of visitors at present.
- Comparator destinations are not standing still in terms of their product offer as they recognise that tourism is fiercely competitive; consumers have a multitude of destinations from which to choose, many of which are perceived to be easier to reach than Jersey.
- To enable future growth, it is crucial that Jersey is seen to offer something above-and-beyond that which might typically be available elsewhere.
- The challenge is that at present visitors’ preference for Jersey over alternatives is often negligible.
- As Jersey is now starting to attract a more diverse range of visitors it will be crucial that the visitor experience evolves in order to guarantee that it keeps pace with the expectations of tomorrow’s visitors as well as those of today.
The Product Action Group is this vehicle and will allow Visit Jersey to engage with the industry on key issues affecting and impacting on Strategy delivery.